NOKIA Strategies to get hold of lost market share with the latest

product launch -Marketing Objectives, Channel, Target Audience

and more ( Case Study Nokia )

Today more than ever King Midas lives within each one of us. Midas was a King who wished that
everything he touched changed into gold; he truly symbolized the POWER of TOUCH. Nokia
recreated the famous Midas Touch. It gave the youth the power to change the music
programming of his favorite radio station by a mere TOUCH.

The power of this MIDAS TOUCH has reached the global platform with this innovation winning
the award of the “best radio innovation” at
Cannes Media Lions 2009

Marketing Objective:

Today, music on mobile phone has been

revolutionized from a passive  experience to an
active social platform. For youth, music on
mobile is an expression of themselves.
Conventional route of passive music experience
led to no single player dominating the Music
phone category.
Nokia’s XpressMusic launch into 2009 was also its first ever touch phone and was slated to be
the “I-Phone killer”. Touch mania had taken over the Indian cellular phone market with the launch
of I-Phone. Research revealed that the TOUCH experience of an I-Phone was a bigger trigger to
purchase than its Music capability. Though feature to feature, Nokia 5800 was a much better
choice; we had to provide a superior touch experience to be in contention.

The brand wanted to position itself amongst the youth as a premium music device, with an all
new touch interface. The objective was to engage the youth with the device giving an experience
of Touch to Music.

Target Markets/ Audience:

Nokia 5800 Xpress Music was a part of the premium/ multimedia mobile phone segment. The
activity was executed in the 6 big metros of India viz. Mumbai, Delhi, Kolkatta, Chennai,
Hyderabad & Bangalore which contributed to 80% of the sales in this segment. The target
audience for the brand was the newly emerging uber cool youth brigade in the metros, aged
between 15-34 years, for whom technology was a way of life.

Innovative Media Solution:

The brands proposition was “Touch, Play, Share your favorite Music with Nokia 5800
XpressMusic. The strategy had to integrate “XpressMusic” on a platform that transforms an
individual passive moment into an active expression of emotions through music.

Channels:

Research has revealed that 65% of music consumption for youth happens out of home. Radio
has created a revolution in India as a major source of entertainment linked to music. FM radio
has gained popularity amongst the youth of today. Within the specified target markets 75-80% of
the radio listenership happens out of home making it an apt medium for the amplification of
Touch, Play, Share. The explosion of malls in India had created an effective touch point where
youth spent a considerable portion of their leisure time.
Synergy between out of home activation & radio was created to heighten participation of youth

Insight:

The power to change something with a mere TOUCH is what the Youth of today desires the
most. What if I could change the ending of a movie? What if I could change a song? What if I
could change everything around me? Questions that express this feeling. What if you had the
power to change your favorite radio station, just by a touch?

Idea:

The idea was to let a youth run his favorite station, in his way, where he could play around with
his list of songs & share this feeling of change with millions of other listeners. For the first time
ever, the whole programming of the Radio Station was loaded onto a huge touch screen replica
of the Nokia 5800 XpressMusic instead of the regular studio. The radio station was transported
from the studio to the fingertips of its listeners. The listeners were asked to come to a mall on a
specific day and time every saturday for five weeks.
 
They were pleasantly surprised to find that their favorite radio station had transformed into a
touch screen replica of Nokia 5800. The music playlist of the radio station was touched & altered
by the listeners themselves & what they touched went live on air signifying the POWER of
TOUCH. Special programming was built around this theme.
 
People who couldn’t make it to the venue would call up the station and ask their acquaintances
to touch a song on their behalf. The phone was also displayed at the Nokia XpressMusic station
and free demos were provided to people who gathered for this unique experience.

First time ever 10000 RJ’s for a single station:

Nokia 5800 XpressMusic station had close to 10000 Radio Jockeys (RJ) every time it went live
i.e. every Saturday between 5-9 PM. Conventionally a radio station has one or two RJ’s but the
whole process of experiencing the product transformed everyone who touched the XpressMusic
station into an RJ as he played his own song.
 
Along with the whole Touch, Play, Share experience of running the station-THEIR WAY, they
also took a full demo of the product, talked about the brand and its features. There were 55000
brand demos with 6000 registering to buy it .There were 10.1 million listeners who were a part of
this station. This created a perfect rendition of the brand proposition of Touch Play Share